Landing pages are key for driving conversions. Whether it's for purchases, form submissions or other actions, a well-made landing page can significantly boost your conversion rates. 

But with global markets expanding, having an effective landing page in just one language simply isn't enough for international success.

To truly maximise your conversion potential, you need to localise your landing pages.

Let's explore why landing page localisation is crucial, how to increase conversions, and the best practices for adapting your pages for different markets.

What Are Landing Pages?

Let’s start with the basics, a landing page is a standalone web page designed specifically for a marketing or advertising campaign. It’s where a visitor "lands" after clicking on a link from an email, ad or other digital source. 

Unlike regular web pages that encourage exploration, landing pages focus on driving a single objective, usually called a call-to-action (CTA). This could be making a purchase, filling out a form, signing up for a newsletter or downloading a resource.

Landing pages are hugely essential for conversions because they are designed with a specific goal in mind, making it easier for visitors to take the desired action without distractions.

And a well-optimised landing page can significantly improve your conversion rates and ultimately your return on investment (ROI).


Increasing Landing Page Conversions

To get the most out of your landing pages, here are some strategies to employ:

  1. Clear and compelling headlines: Your headline is the first thing visitors see. Make sure it communicates the value proposition and grabs attention.

  2. Strong Call-to-Action (CTA): Your CTA should be prominent and compelling. Use action-oriented language that tells visitors exactly what you want them to do.

  3. Trust signals: Incorporate testimonials, reviews and trust badges to build credibility and reassure visitors.

  4. Optimised loading speed: Slow-loading pages can frustrate visitors and increase bounce rates. Ensure your landing page loads quickly on all devices.

  5. Mobile-friendly design: With the growing use of mobile devices, make sure your landing page is responsive and looks great on all screen sizes.


Person drawing UX design on paper

Credit to Kelly Sikkema 


Importance of Localisation for Landing Pages

As markets become more global, tailoring your landing pages to different languages and cultures is crucial.

Localisation goes beyond simple translation; it involves adapting the content to resonate with local audiences.

The Key Elements of Landing Page Localisation & Translation

  • Website translation: Accurate translation of website text is the first step. Ensure the language used is natural and contextually appropriate for the target audience.
  • Adapting images: Visual content should be culturally relevant. Images that resonate in one country might not have the same impact in another. Choose visuals that reflect the local culture and values.
  • Cultural adaptation: Cultural nuances play a significant role in how content is perceived. This includes everything from colour schemes to idiomatic expressions. You'll need an LSP to ensure your content respects and aligns with local customs and sensibilities.
  • Localising videos & multimedia: Videos are powerful engagement tools. Localise them by adding subtitles, dubbing and other media localisation options. 
Global A/B Testing and Metrics Review

Localisation isn't a one-time effort.

It requires continuous testing and optimisation. A/B testing lets you compare different versions of your landing page to see which performs better.

  • Importance of ongoing testing: Regularly test different elements of your landing page, including headlines, CTAs, images, and copy, to see what resonates best with your audience. 

    Here, it is optimal to segment by market or language. Different regions will have varying preferences. Read on to find out more. 

  • Reviewing and analysing conversion metrics: Monitor key performance indicators (KPIs) like conversion rates, bounce rates and time on page. Use this data to make informed decisions about what changes to implement.

Segmentation by Region or Market

Different regions or markets may have varying preferences and behaviours. Segmenting your landing pages by region allows you to tailor your approach to meet the specific needs of each audience.

  • Importance of regional segmentation: Different regions have different cultural norms, preferences and expectations. By segmenting your audience, you can create more personalised and effective landing pages.
  • Customising landing pages for different markets: Use data and insights to customise your content, offers and messaging for each market. This can significantly improve relevance and engagement.
  • Understanding audience preferences: Conduct market research to understand the unique preferences of each audience. This can include language preferences, purchasing behaviours and preferred communication channels.

So to sum up, using landing page localisation as a strategy to boost your conversions in a global market is incredibly beneficial.

By speaking the language of your audience and adapting to their cultural context, you can create more engaging and effective landing pages.

Remember to continually test and optimise your pages based on performance data and segment your audience to tailor your approach for different markets.

Contact Wolfestone today to learn how we can help you maximise your conversion potential through effective localisation and translation.